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Journal of Strategic Marketing and Innovation
Published by Asosiasi Transformasi Digital dan Bisnis Indonesia
ISSN : -     EISSN : 3123688X     DOI : 10.64243/JOSMI
Core Subject : Economy,
Economics, Econometrics & Finance
Journal of Strategic Marketing and Innovation (JOSMI) is an international peer-reviewed journal, published since 2025 and registered with E-ISSN 3123-688X. It is published by Asosiasi Transformasi Digital dan Bisnis Indonesia, focusing on the development of marketing science through strategic and innovative approaches. This journal serves as a platform for researchers, academics, and practitioners to publish original research and conceptual studies related to consumer behavior, digital marketing, branding and positioning, advertising effectiveness, customer engagement, pricing psychology, marketing innovation, and social media strategy. JOSMI emphasizes interdisciplinary work that integrates insights from psychology, technology, and business to address emerging challenges in marketing management, with a commitment to advancing theoretical contributions and practical relevance in both global and local market contexts. JOSMI is published six times a year, namely February, April, June, August, October and December, which is published by Asosiasi Transformasi Digital dan Bisnis Indonesia
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 32 Documents
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The Influence of Financial Literacy and Risk Perception on Investment Intention with Trust as a Mediating Variable: A Study of Generation Z Students Using the Bibit Application Caecilia Sheryl Kusuma; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.06

Abstract

This study investigates The Influence of Financial Literacy and Risk Perception on Investment Intention, with Trust as a Mediating Variable, among Generation Z students using the Bibit application. The study uses a quantitative methodology with SmartPLS 4.0 analysis and structural equation modeling (SEM). 114 individuals provided information using a standardized questionnaire. The results show that financial literacy significantly and favorably affects investing intention as well as trust. Although risk perception has a beneficial impact on trust, it has no direct effect on investment intention. Interestingly, trust has a large negative impact on investment intention, suggesting a complicated mediating role. The behavioral dynamics of Generation Z in fintech-based investing platforms are highlighted in this study, which adds to the body of literature on digital investments
An Extended Technology Acceptance Model of QRIS Adoption: The Roles of Perceived Ease of Use and Financial Literacy Syadin Alivia Yusuf; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.01

Abstract

This study examines the factors that drive consumers’ intention to use QRIS by focusing on the effects of perceived ease of use and financial literacy on perceived usefulness. A quantitative survey was conducted using primary data collected through an online questionnaire from 110 QRIS users in Indonesia, selected through purposive sampling. Data analysis was carried out using IBM SPSS Statistics, covering respondent profiling, instrument validity and reliability assessment, classical assumption diagnostics, regression analysis, mediation testing, and hypothesis evaluation. The empirical findings indicate that perceived ease of use and financial literacy significantly and positively influence perceived usefulness. Moreover, perceived usefulness is proven to be a significant predictor of intention to use QRIS. The mediation results further highlight perceived usefulness as a key mechanism through which perceived ease of use and financial literacy contribute to intention to use indirectly. Overall, the study suggests that increasing QRIS adoption should be supported not only by improving system usability and convenience, but also by strengthening consumers’ financial literacy to enhance their perceived value of using QR-based payments. These findings offer practical implications for payment service providers and policymakers in encouraging sustainable and inclusive digital payment usage.
Adoption of PayLater among Digital Natives in Jakarta: The Role of TPB and Trust Hilsya Faiqotul Innayah; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.02

Abstract

This research uses a combination of the Theory of Planned Behavior (TPB) and the trust construct to investigate what variables impact consumers' intentions to utilize PayLater services. Partially Least Squares-Structural Equation Modeling (PLS-SEM) was used to undertake the quantitative cross-sectional design of the study. According to the results, users' intents to use PayLater are positively and significantly impacted by trust, but there is no significant association between attitude toward the action, subjective norms, and perceived behavioral control. These results indicate that users’ confidence in system security, data protection, and the reliability of service providers serves as the primary determinant of PayLater adoption. Therefore, this study concludes that trust plays a more decisive role than psychological and social factors in shaping users’ engagement with PayLater services. Consequently, PayLater providers should focus on enhancing transparency, strengthening security systems, and safeguarding user data to build trust and encourage sustainable service usage.
The Effect of Scarcity-Based Promotion on Impulse Buying in TikTok Shop Live Streaming: A Stimulus, Organism, Response Perspective Nazwa Ramadhani; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.03

Abstract

This research looks at how well scarcity promotions work in TikTok Shop live streams, using the Stimulus-Organism-Response (S-O-R) model. Limited-time and limited-quantity scarcity types are tested, with emotional excitement as the mediator, analyzed via SEM-PLS. The findings show that scarcity signals do not significantly impact emotional excitement or impulse buying, with no mediating effect despite positive path directions. The results suggest that promotional overload can weaken emotional and behavioral responses, serving as contextual limits for the S-O-R framework in mature live commerce platforms.
The Impact of Perceived Ease of Use and Perceived Risk of PayLater on Impulse Buying Behavior among Shopee Consumers Khansa Puti Zharifah Muza; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.04

Abstract

This study explores how Shopee PayLater users' perceptions regarding the usability and potential risks of BNPL to their impulse buying behavior. A quantitative research design was applied using a survey approach, in which data were collected through questionnaires distributed to Shopee PayLater users. The analysis was carried out with SPSS, revealing that Perceived Ease of Use plays an important role on impulse buying behavior. This means that when Shopee PayLater is easy to understand and use, the consumers are more likely to make purchases without prior planning. In addition, Perceived Risk also has a significant effect on impulse buying behavior. This finding indicates that perceived risk does not always prevent consumers from making impulsive purchases in a buy now, pay later system. Overall, the findings confirm that Perceived Ease of Use together with Perceived Risk affect impulse buying behavior. This suggests that impulse buying among Shopee PayLater users is influenced by both the simplicity of the payment system and consumers’ perceptions of risk
Why Do Consumers Adopt NFC Keychains? The Role of Trust and Usefulness in Digital Payment Adoption Regina Humaningtyas Purba; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.05

Abstract

This study investigates why consumers adopt NFC keychains as a digital payment tool by examining the role of trust and perceived usefulness within an extended Technology Acceptance Model. Using a quantitative approach with non-probability convenience sampling, 235 valid responses were analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that perceived trust and perceived usefulness significantly influence behavioral intention. These results indicate that consumer adoption of NFC keychains is primarily driven by trust in the system and perceived practical benefits rather than usability or security considerations. The study contributes to the digital payment literature by highlighting the shifting determinants of adoption in intuitive, institutionally regulated payment innovations.
The Effect of E-Wallet Usage and Digital Financial Literacy on Digital Investment Decisions among Generation Z: The Mediating Role of Financial Self-Efficacy Ranty Pratiwi; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.06

Abstract

Digital investment behavior among Generation Z has attracted increasing attention alongside the widespread use of digital financial services in Indonesia. This study explores the relationship between e-wallet usage, digital financial literacy, and digital investment decisions by considering financial self-efficacy as an intervening factor. Data were collected through a cross-sectional survey of Generation Z individuals who actively use e-wallet services and were analyzed using regression-based and mediation techniques. The findings reveal that e-wallet usage and digital financial literacy are associated with higher financial self-efficacy, which in turn contributes significantly to digital investment decisions. Moreover, e-wallet usage and digital financial literacy continue to show direct relationships with digital investment decisions after accounting for financial self-efficacy, indicating partial mediation. Overall, the results suggest that digital investment decisions are shaped not only by digital engagement and financial knowledge but also by individuals’ perceived ability to manage financial matters.
The Effect of Financial Literacy and Social Proof on Impulse Purchases of Virtual Items among Generation Z Juan Wody Romansa; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.07

Abstract

This study analyzes the influence of Financial Literacy and Social Proof on Impulsive Buying behavior of virtual items among Generation Z users on the Roblox platform, with Usage Intensity as a mediating variable. Employing a quantitative approach, data were collected from 105 active Gen Z Roblox users in Indonesia through purposive sampling and analyzed using Structural Equation Modeling (PLS-SEM). The results reveal a unique phenomenon where Financial Literacy and Social Proof do not directly trigger impulsive buying. Instead, both variables significantly increase Usage Intensity. Subsequently, Usage Intensity acts as a full mediator that effectively bridges the influence of cognitive and social factors on impulsive buying decisions. These findings confirm a financial literacy paradox in the virtual economy, where high engagement and screen time (Usage Intensity) effectively weaken rational control, bridging the gap between cognitive knowledge and impulsive purchasing decisions.
The Effect of Feature Convenience and Discounts on Post-Purchase Feelings in TikTok Shop among Generation Z Alimah Alda Fuadiyah; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.08

Abstract

The rapid growth of social commerce has transformed online shopping behavior, particularly among Generation Z consumers. TikTok Shop, as a social commerce platform, integrates interactive features, seamless purchasing processes, and promotional incentives such as discounts and flash sales. This study aims to analyze the impact of feature convenience and discounts on post-purchase feelings, specifically post-purchase satisfaction and post-purchase regret, among Generation Z TikTok Shop users. A quantitative research design was employed using a survey method, with data collected from respondents who had made purchases on TikTok Shop within the last six months. The data were analyzed using a partial least squares based approach. The results indicate that perceived ease of use has a significant positive effect on post-purchase satisfaction, while discounts do not show a significant direct influence on satisfaction. Furthermore, neither feature convenience nor discounts were found to have a significant effect on post-purchase regret. These findings suggest that post-purchase satisfaction in social commerce is driven more by platform usability and user experience than by promotional incentives. Meanwhile, post-purchase regret appears to be influenced by other factors beyond the scope of this study. The findings provide practical implications for social commerce platform developers to prioritize usability and for consumer education initiatives aimed at promoting responsible digital consumption among Generation Z.
The Influence of Digital Service Quality, Platform Trust, and User Experience on Purchase Decisions on Shopee Andi Muh Fachry; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 1 No. 1 (2025): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.01.1.09

Abstract

Indonesia's e-commerce landscape has witnessed exponential expansion, with Shopee commanding 51 percent of market traffic, suggesting that particular digital platform elements substantially affect consumer purchasing behavior. This research aims to examine the impact of digital service quality, platform trust, and user experience on purchase decisions at Shopee, both individually and concurrently. Utilizing a quantitative methodology with explanatory research framework, this research employed Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine data from 64 active Shopee users in Indonesia who fulfilled inclusion criteria of being minimally 18 years old and having completed at least three transactions within six months. Measurement instruments exhibited excellent validity with Average Variance Extracted scores surpassing 0.50 and high reliability with Composite Reliability spanning from 0.887 to 0.912. Findings disclosed that user experience exerted the strongest impact with path coefficient of 0.349, succeeded by digital service quality (0.312) and platform trust (0.286), all statistically significant at p<0.05. Concurrent assessment validated that the three constructs collectively accounted for 74.3 percent of purchase decision variability with R² of 0.743, demonstrating substantial predictive capability. The research concludes that synergistic interaction among system efficiency, platform integrity confidence, and user experience quality generates cumulative effects stimulating digital consumption behavior. E-commerce platforms should optimize these three elements holistically to enhance purchase conversion rates and sustain competitive advantage in Indonesia's dynamic digital marketplace.

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